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Keywords

values, psychographics, travel behavior, tourist behavior

Abstract

To analyze the relationship between subjects' values (both general and ‘object-specific’) and their travel behavior, 60 undergraduate students were administered a set of 6 general value scales and an ‘object-specific’ vacation value scale that was intentionally developed for this purpose. The subjects' last year's travel behavior was measured on an 8-variable ordinal scale. The results indicate that the combined general values and object-specific values successfully predicted anywhere between 41 and 81% of travel behavior.